Unemployment Dues And Don'ts

The New Year Brings A Continuation Of Shrinking Musical Chairs

"It's just business ... nothing personal," goes the adage. But in our business, sometimes it seems like it's all personal. As we kick off a new year, many are concerned that their days of full-time employment may be numbered. Others have already felt the sting of being without a gig. We have some thoughts, some advice and even a few secrets to share with you.

What do you do when you find yourself out of work? First of all, understand that for a lot of talented, hard working and dedicated people, there is nothing you could have done. So don't blame yourself for things you can't control ... like the economy.

Also, you should come to grips with the fact that overall radio listening is down. At the same time, Urban radio's overall reach, expressed by its cume rating is also down. The culprit driving down AQH ratings levels is Time Spent Listening (TSL).

Some markets were hit harder than others. TSL loss varied by gender. For men 18+, TSL was down significantly in most markets, while women 18+ listened to 4.7 fewer quarter-hours nationally. What caused this overall drop in listenership? It wasn't poor programming or a case of listeners leaving for your competition. No, this time the decrease in listening levels was the result of listeners jumping to other media. The data reflects a net decrease in the use of radio as a medium. Audience research professionals say the effect can also be traced to the fact that there were more peripheral radio listeners who spent less time with the medium and pulled down the overall TSL.

Males 18-24 showed the largest drop in TSL. That demo was down 11%, which translates into a loss that's just shy of three hours a week in listening. Survey methodology always provokes a contentious discussion and there are other places to look for possible causes of Time Spent Listening to radio declines.

Lifestyle researchers point to increasingly less leisure time. Those people who are working are not only working more hours, they are also working harder, which may preclude some radio listening. There are also competing media clamoring for radio listeners' attention. In addition, there are many more channels of television on cable and satellite, more Tivos, iPods in cars and elsewhere, and more satellite radio and Internet listening. That same survey showed that males under 30 are the heaviest Internet users.

Radio is not without fault. Overall on-air commercial and promotional loads have been edging up lately, therefore reducing average minutes of program content. At the same time, music playlists have been shrinking as fewer songs research well enough to play. Qualitative researchers report a growing lack of excitement among listeners to many formats, including Urban and Urban AC. This means that since listening is down, sales are down and those stations that want to stay in business have to cut costs. One of the ways to do that is to reduce staffs.

So now you have some of the reasons for the terminations and cutbacks. It may not make you feel any better but it's always good to know that you are not alone. Unemployment has affected every format, every market and every gender.

The newly unemployed now find themselves wondering, "What's next?" During your time off, set some goals for yourself. Be positive and constructive and real. Unemployment will shake, scare, test, inspire and educate you. It's easy and natural to get angry and hold a grudge against the company and the person that fired you. But being angry and bitter won't get you anywhere and it may reflect poorly on you.

Some we know have said, "Well, I've got a little 'walk away money,' so I'll travel for a month or just lay on the beach." If you're single and you've got a nice cash cushion, that may be an option. But for the rest of us, one of the first things you should do when you lose your gig is to rationalize now that you know why you lost it. What's often overlooked is the paranoia and self-imposed pressure to get another gig right away. Laying on the beach can be cruel. You've got all those things you were going to do when you finally had some time off, but when you have it, you spend it worrying about getting a job. Whatever you've always wanted to do, do it. Don't let the one positive thing about being without a gig pass you by.

High-pressure jobs such as being a PD, MD or an air personality in a prime daypart can bring tremendous highs and devastating lows. The same is true for someone looking for a job, especially in today's economy with everyone cutting back. Remember, it's human nature for your mood to swing from frustration and desperation to positivity and exhilaration. This might be a good time to read a motivational book or two and perhaps pick up a few thoughts that inspire and encourage you or make you a stronger person.

Develop Relationships

Remember, ours is still a business of relationships. Networking is essential for success in any business, even more so if you're unemployed. Start small with the people you know best. They'll give you other people to call who'll give you more names. After a while, you'll have built a network of contacts. Keep a list and take notes on every contact you have with them. Don't forget thank-you notes. Audio presentations, resumes, ads and calls are all nice and will keep you occupied, but everyone knows most actual jobs are gotten through contacts, so no call or contact is wasted.

Dealing with radio stations can be a slow, arduous process. Realize there is very little you can do to speed up the decision-making process. Don't try to figure out why managers make the decisions they do. Most times they are simply doing what they are told. I spoke with a major-market PD who was caught in the middle of a company-wide cutback, who told me, "If I hadn't fired the guy, they would have just reached around me and fired him and then maybe fired me."

When you're working, the days fly by. When you're unemployed, they crawl by. Be reasonable; give prospective employers time to review your package.

Beware of Desperation

Desperate people make desperate decisions. Don't just take any job. I know that may not make sense, especially in these tough times. But you should do a little soul searching. If you're an air personality, ask yourself, "What daypart is right for me? What format is best? What company do I want to work for?" If you know exactly what you want, you'll save yourself a lot of time by zeroing in on the opportunities that can deliver it for you. Now, at the same time, you may find that you will have to accept less of a salary than you had hoped for and you may also have to take on some additional duties. And you may not have the luxury of working in a "destination city."

Also, don't let your talents go completely to waste while you're searching for that next opportunity. Try to pick up some freelance or part-time work. If you're a morning guy, don't sit idly by. Submit some material to prep services. If you're an air personality, get out and do some parties. If you're a PD, try to pick up a station to consult.

One of the most hurtful things about unemployment is the feeling that you've let your family down. You really haven't let them down. Your family wants your continued love and good cheer as much as your income. There's no better time than now to have some serious honesty sessions with them and yourself. Decide what is and isn't important in your life. You might find radio isn't what makes you the happiest. Money or fame is nice, but might not make you happy. They might be what's keeping you from being happy.

When this unemployed time is over, you'll look back and know you've learned invaluable lessons about yourself and those around you ... lessons you could never have learned if not for this experience. You'll know just how strong you can be. You'll know more people in this business than you ever thought you could. And you'll know that there is very little you can't accomplish with unending persistence, passion and devotion.

Word!